Tuesday, September 18, 2012

Just the frackin' facts, ma'am

When the Catskill Mountainkeeper came knocking on our door looking for an anti-fracking campaign, we'd already seen lawn signs all over the state, most of them making a not-too-clever-but-still-kinda-effective play on the similarity between the words "frack" and "fuck." And so naturally, we wanted to do something different. 
The facts about fracking, the ACTUAL facts are fairly disturbing from an environmental point of view. The question is how to get them out there in an impactful way. That's where Cheltenham bold hd comes in handy. It's the font used on New York Times headlines. Automatically adds an air of authority to the facts. And for media, we took it out of the front yards and into a medium that imparts a little more authority: billboards.

But wait! Don't stop there! Who's gonna sign off the ads? If these were "signed" by the Catskill Mountainkeeper, people might automatically write them off as mere tree-hugging cry-baby propaganda. So we created the US Energy Commission.  DOT ORG! A website that would have explained more of the actual facts about fracking's environmental impact.

And that's it, a slightly subversive campaign to win friends and influence people. Or at least it woulda been. Our contact at the Catskill Mountainkeeper org didn't like it for some reason that we can no longer remember. And it died a lonely death only to live on in the annals of ads we wished we'd done.

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